By SAM SQUIERS
Oh. So, Lonsdale’s doing lingerie now?
That’s what I first thought when they announced their new campaign on instagram recently. There was Annette Melton (stunning model and new Lonsdale ambassador), rolling around seductively on a bed in her underwear. Surely they couldn’t be trying to sell sports clothes? I can’t see a single piece of sportswear. Just a bed, sheets, and a whole lot of skin. Hang on was that a nipple?
The video campaign goes even further, bringing out the scissors to make a few ‘changes’. The T’shirt (which I assume they’re advertising) is cut back to show more breast (no bra, who needs a bra while playing sport? Right?). Then all of a suddenly she’s topless, in her undies with poses more suited to an FHM magazine than an advertising campaign for women’s sports clothes.
This sure ain’t making me rush out and buy any Lonsdale clothes any time soon.
It’s a common question often asked in Women’s sports and fashion. Do you need sex to sell?
The answer was undeniably no when the Women’s Health Magazine decided to have naked body painted models at, ironically, their “I Support Women in Sports Awards” last week.
There was a huge public outrage that the magazine felt they had to ‘sex’ up the awards, when women’s sports have fought so long and hard to be accepted on merit not on sex appeal.
The Roxy Pro got itself into hot water last year without even getting their feet wet. And that was the thing. The campaign was supposed to promote one of the biggest surfing events on the Women’s World Tour, yet failed to show any surfing whatsoever, not a single wave. Instead it had 5 time World Surfing Champion Stephanie Gilmore in a number of sexy and suggestive scenes. Instead of showing the master at work on a wave, the clip suddenly ends as she paddles out, like a film before the final climatic scene. But this doesn’t leave you wanting more, it just leaves you mad.
I’ll let you advertisers and Women’s Health Magazine in on a little secret. Women want to see other sporty women. Athletic, fit, successful, motivated, those who strive to achieve a goal and will do everything they can to get there. Who are these gladiators you may ask? They’re our athletes.